Guiding the consumer evaluation process and the probability of order-effects-in-choice
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DOI: 10.1016/j.jbusres.2020.02.035
Abstract: Abstract Past research has demonstrated the robustness of order-effects-in-choice (i.e., disproportionate preference for the first and last item in a choice set). Even high product category knowledge (HCK) consumers are biased by serial position. Despite… read more here.
Keywords: order; guiding consumer; effects choice; process ... See more keywords